J. Crew and Creative Director Jenna Lyons part ways

In a surprise announcement, American retailer J. Crew announced it is parting ways with Jenna Lyons, the company's longstanding President and Creative Director. Lyons has worked for the preppy retail chain for over 25 years and was appointed Creative Director in 2008.

Ms Lyons injected a high dose of style into the American collegiate brand and was herself notorious for embodying the geek-chic look. She has been widely credited as "the woman who dresses America."

But all was not well behind the scenes. The company, which in 2011 was taken private by TPG for 3 billion dollars, had difficulty managing its debts (rumors hover around the 2 billion dollar mark) and failing to optimize its merchandising strategy.

J. Crew is changing tactics and direction

Last October J. Crew's CEO Millard "Mickey" Drexler, formally of Gap, enlisted consultancy company McKinsey & Co. on developing a new business plan for the company, noted the New York Post.

That meant the dynamics of J. Crew's ownership by TPG Capital and Leonard Green & Partners was destined to change, and was perhaps a catalyst for Ms Lyons' departure.

Lyons has been largely responsible for product design, visual and brand presentation and will be replaced by Somsack Sikhounmuong, who is currently head of womenswear design. Sikhounmuong will report directly to CEO Drexler.

Drexler stated: “Somsack and our design teams have a deep understanding of the aesthetic and style our customers rely on J. Crew to deliver, with a proven track record of driving creative vision in-line with our brand DNA. We are excited to extend Somsack’s vision across all design categories and look forward to the team’s contributions. As always, delivering the very best product, value and brand experience across channels is our top priority. We look forward to this next chapter and thank Jenna for her continued dedication to our team and passion for our brand.”

“It has been an absolute pleasure to work with Jenna as my trusted partner for the past 14 years. She has made many significant contributions to J. Crew and has built an incredibly talented team. J. Crew is focused on continuing the progress underway as we execute on our strategic initiatives and position the company for the long term. We have taken important steps to improve our performance and are confident that the team in place will continue these efforts," Drexler added.

The collections could see less tailoring and more activewear

According to the New York Post, J. Crew will put greater emphasis on activewear and less on tailored clothing. Last October the company announced its first activewear line in partnership with New Balance.

The company also aims to bring new merchandise to its shop floor quicker, both in replenishment and a 'see now, buy now' capacity.

J. Crew said it “has been strengthening its operations to be able to move more quickly to address today’s fast changing world, focusing on sales productivity with new merchandising and marketing initiatives, which are expected to enhance customer loyalty and extend brand reach."

Lyons is expected to remain as a consultant until her contract expires later this year.

Photo credit: J. Crew website